LONDON, — Wal-Mart has pledged to source all of its wild-caught fresh and frozen fish for the North American market from fisheries that meet the Marine Stewardship Council's independent environmental standard for sustainable and well-managed fisheries. The decision will lead to dozens of fish products bearing the MSC's distinctive blue eco-label becoming available to Wal-Mart's North American customers in coming years.

"This is a big and exciting development, demonstrating a leadership position," said Rupert Howes, chief executive of the MSC. "As part of a wider company commitment to sustainable seafood procurement, Wal-Mart has committed to source, over a number of years, all of their fresh and frozen wild capture supplies for the North American market from fisheries certified against the MSC's standard. An immediate target is to ensure all seafood that already comes from certified fisheries will carry the MSC eco-label in Wal-Mart stores later this year. It is hoped that this commitment to the MSC program will encourage other fisheries into the assessment process and provide a powerful new route to raise awareness of sustainable seafood choices with the North American public."

Conservation International and WWF will be working with Wal-Mart and their suppliers to make improvements in less well managed fisheries, including strengthening management practices, rebuilding stocks, reducing environmental impacts, and encouraging support for broader marine ecosystem management and protection efforts. As fisheries improve, Wal-Mart and suppliers will encourage them to participate in the MSC certification program.

More information about the MSC certification program is available online.